Spotify podcast ads, which debuted at CES 2020 last January for the streaming platform’s original and exclusive podcasts, was extended to Germany and the UK on Thursday.
The ad offering is powered by Spotify’s proprietary Streaming Ad Insertion technology, which delivers and reports confirmed ad impressions, rather than downloads, and provides advertisers with information on reach and frequency, enabling them to take more data-driven decisions about their campaigns.
Spotify said podcast listeners globally doubled in 2020, with nearly half of young Germans listening to them, and one in four UK adults saying they do so every week.
The expansion of the offer allows brands to reach listeners of German titles including Dick & Doof and Herrengedeck; the popular UK podcasts Happy Hour by JaackMate, Sorted With the Dyers and The Recepits; and global successes, including The Joe Rogan Experience.
Spotify podcasts can be purchased title by title, and the creation can be streamed to pre-roll, mid-roll, and post-roll locations within episodes.
Some podcast hosts and voice professionals are also available to team up with advertisers and help them hone their creativity.
LinkedIn and MediaCom were Spotify Podcast Ads’ first advertising partners in Germany, while BT Sports kicked things off in the UK, launching a campaign in The Joe Rogan Experience on Monday.
Rak Patel, Head of Sales for Spotify, UK & Pan-European, Middle East & Africa, said in a statement: “The popularity of podcasts is growing exponentially in the UK and, as a relatively untapped medium for advertisers, they offer so much potential for brands. to reach diverse audiences in new and engaging ways. Unlike some digital media channels, podcasts are intimate, they trust, and they reach people in a very direct and personal way. With Spotify Podcast Ads, we aim to take podcast advertising to the next level, providing brands with unique insights into their audience and creative solutions that can truly capture consumers’ attention. We’re really excited about what’s to come. “